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How to Create a B2B Buyer Persona – Six Key Dimensions

There are lots of different ways to create B2B buyer personas. But not all buyer persona templates and guides are equally effective. The key is to create a persona that is actionable. It shouldn’t simply describe who your buyer is, but also help you determine what content to create and how to promote that content to get your prospective customers’...

Branding Your Company – Communication is at the Core

Contributed post. Branding a new company first requires conducting an in-depth characterization of the company. This involves evaluating competitors, target customers, and defining the brand’s unique benefits and personality. Without effective branding, and subsequently, marketing, there is no “brand,” just a business name. Every company must focus...

11 Proven Lead Magnet Ideas for Building Your Email List

Guest post by Priyanka Desai. Even as newer and fancier ways to market your business crop up every season, old-school email marketing continues to provide the highest ROI, at a whopping $42 for every $1 of expenditure. No wonder building an email list remains a priority for businesses of every type and industry. To attract more email opt-ins, you...

Digital Marketing Disruption: Why the Status Quo is Dangerous

Contributed post. Before the pandemic, some business owners were slow to shift budget dollars to digital marketing, even as others reallocated budgets toward digital more aggressively. Coming out of the pandemic, even those companies have now realized that an increased focus on digital marketing is necessary to keep up with competitors and drive sales....

How to Effectively Budget for Small Business Marketing

Guest post by Kristie Wright. Developing a concise, productive, balanced marketing budget usually always involves allocating limited funding—especially if that budget is for a startup or small business. Every department head in the company needs part of the overall budget (and most want more) for their specific team’s operations. But there are rarely...

Seven Essential Digital Marketing Tips for 2021 (And Beyond)

Guest post by Atreyee Chowdhury. Nearly every business has a digital marketing strategy, whether documented or not. But some become wildly successful while others struggle, switching from one approach to another. What sets them apart? High-performance digital marketing campaigns are a mix of proven strategies that yield results and a deep understanding...

B2B vs. B2C Influencer Marketing: Platforms, Practices, and Packaging

James Creech has a unique perspective on influencer marketing. As co-founder and CEO of Paladin, he oversees the B2B marketing of a B2C influencer marketing tool. What’s more, as host of the long-running All Things Video podcast, he’s an influencer himself. So who better talk to about the similarities and differences between B2C and B2B influencer...

Can You Build A Side Business With Social Media?

Contributed post. As a marketer, it’s pretty much inevitable to spend a lot of time focused on your job: strategies, tactics, and the day-to-day marketing activities that are part of your role. You likely even spend additional time learning, reading, and evaluating new and upcoming trends. This is something that comes naturally when you’re doing it...

Best Social Media Platform for B2B Marketing: Can Twitter Stay #2?

LinkedIn is, of course and unquestionably, the Tom Brady of social media platforms for B2B marketing. But in B2B social media as with NFL quarterbacks, the interesting battle is for second place. For the past decade, Twitter has (most often) been ranked as #2. Is that still the case? And if it is, can Twitter hold onto that spot? Image credit: Akshar...

How to Do an Efficiency Audit on Your B2B Company

Guest post by Eleanor Hecks. Every business-to-business (B2B) organization needs to make the most of limited time and resources. Efficiency is vital to conserving cash, the lifeblood of all businesses (startups particularly) that enables them to profitably grow revenue. How large is the B2B market? According to Statista, the global gross merchandise...

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